A guide to
Facebook for
Butchers
prepared by Australian Pork
porkbutchers.com.au
Table of Contents
Why Social Media2
Case Study 13
Case Study 24
Case Study 35
Getting Started6
Customise Your Page12
Setting Up Admin Members15
Rules Of Engagement18
Planning Posts18
Scheduling a Post19
Simple Do’s and Don’ts20
Facebook Insights20
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Why Social Media?
Social media has become ingrained into the everyday lives of Australian consumers, with
the majority of users actively engaging on a regular basis.
Social media is a relatively cheap and effective way to communicate with existing AND
prospective customers.
Facebook is the clear leader in the social media space with the site being used by 97% of
total social media users. Each users averages 20.6 visits to Facebook every week (Sensis,
June 2012).
Surprisingly, site usage is high amongst all age groups, not just the younger generation.
This means that the majority of your customers are most probably already Facebook users,
ready for you to talk to!
Source: Sensis, Yellow Social Media Report, June 2012
Using Facebook as a marketing tool can lead to many commercial benefits. This guide will
begin with the basics on how to set up your Facebook account and start a page through to
ways of engagement and what NOT to do when posting or engaging with your followers.
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Facebook can be used as a low-cost
marketing tool for:
Testing new
Connecting with
product concepts your customers
Advertising
your store
So what? How does it apply to MY butcher shop?
Have trouble believing how Facebook can make an impact on your store? Read on for 3
case studies of butcher shops and a smallgoods company in Australia where Facebook
has made a positive impact to their bottom line.
Case Study One - Jordo’s Chop Shop - Canberra, ACT
Facebook since November 2010
Regularity of posts: 2- 3 times a day.
Method of page promotion: Jordo uses cross promotion between his physical store,
online store, twitter and Google. He uses his Facebook page to direct customers to his
online store whilst promoting the page on his website to create a community with his
customers.
Positive impact: Facebook has increased traffic to Jordo’s online shop and help him get
a greater understanding of what his customers are after. He regularly gives his customers a
say in what type of products he should put on special as well as asking what people would
like to see in store. Facebook also helps promote products that he needs help to clear.
Most popular post types: Giveaways and information on new products.
Recommendations on what NOT to do: Jordo advises to be informative with your
facebook page instead of trying to push products through posts.
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Case Study Two - The Meating Place - Armidale, NSW
Active since May 2011
Regularity of posts: everyday and on some days, posting up to half a dozen times
Content of posts: specials, new product releases, local news and events, regular quizzes
and meat voucher giveaways.
Method of page promotion: In store posters advertising the Facebook page. Small flyers
in bags, email link on newsletters.
Positive impact: ‘An example of just how quickly Facebook advertising works for us is,
only last week I posted a 1 day only chicken special - all wings and legs: 4kg for $12.00.
This was posted about 10am and by mid-day I had completely sold out of a full day’s
supply of chicken. One customer bought 17kg of product alone.
It is very rare that I post a special or news about a new product and it doesn’t attract some
attention and follow up sales.’ – Christine F. from the Meating Place.
Most popular post types: ‘Without a doubt the most popular posts are those where I am
giving away a free meat voucher or advertising any positions vacant we may have. I also
find that by using the “questions” option also attracts a large “viral” following.’ – Christine F.
from the Meating Place.
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Case Study Three - Trunkey Bacon & Pork - Orange, NSW
This newspaper article demonstrates how Trunkey Bacon & Pork has used Facebook to
promote their products.
Source: Central Western Daily - 20th March 2013 - Pg 12 - Derek Williamson
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Come on - let’s get started!
Registering with Facebook
Step 1: Go to www.facebook.com in your web browser. Once the page is loaded, click on
the ‘create a page’ button which is located at the bottom of the webpage.
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Step 1: Click on the type of business page you want to create. ‘Local Business or
Place’ is used for this example. Once clicked, text fields will come up for you to fill out.
Step 3: Once your details are entered you will get the following page. This is where you
put in your nominated email address and create a password to access your page. If you
already have an personal Facebook account, you can link this up with the page you are
creating by click on the ‘I already have a Facebook account’ button.
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Step 4: Once you register with your email and password, Facebook will send a
confirmation email to your nominated email address. Click on the link given to complete
registration.
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Step 5: Write a little description about your store. This is the perfect spot to upsell
yourself and state why your customers should be going to YOUR shop. Also enter in
your web address if you have one. Click yes to the two questions which verify that you
are a real business and that you would like to own the page. Once this is done, save your
information.
Step 6: Now it is time to upload a profile picture. This is the picture that people see when
going into your page. You can either upload an image from a file on your computer or
import from a website (if you have copyright permission). If you have your logo or picture
on the computer, we recommend clicking the ‘Upload from Computer’ button. Once you
upload the file, click ‘next’.
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Step 7: The next page will ask you for payment details to cover Facebook advertising.
We recommend skipping this step until you are confident with Facebook.
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Step 8: The next page gives you the option to add a shortcut to your Facebook home
page in the ‘favourites section of your Facebook menu. Click on ‘add to favourites’ and
click next.
And there you have it, your page is now active and you can start personalising your
page. This is where the fun begins!
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Step 9: There are many sections that you can customise. You can include your opening
hours as shown below. If you click on the ‘Add Your Hours’ link, the following pop up
option will appear.
Step 10: You can also add a cover picture which will appear as a banner accross the
top of your page. You will have the option to choose from file or choose an existing
picture from your facebook page.
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Step 11: Similarly, you can also customise the web address link for your page by
clicking on ‘edit page’ > ‘update page info’.
Click on the ‘edit’ button for the ‘page address’ section.
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Click on ‘Change Web Address’ once the pop up menu comes up.
Enter in your desired page name in the space provided and click on ‘Check Availability’.
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If the web address name is not available, Facebook will prompt you to try another name.
If it is available, the following pop up box will appear. Once you are confident that you
want to use the web address name, click ‘confirm’. You can now start giving out your
web address. ie: www.facebook.com/butchers.for.pork
Step 12: If you want an employee to manage your Facebook page, all you have to do is
make them an admin member of the page. The first step is to get them to like your page.
Once they have liked the page, click on ‘edit page>manage admin roles’.
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Start typing in the name of the employee you would like to manage your page in the
space given and click on the correct option that comes up.
You can set the level of access/role they have to your page by click on the drop down
option shown. A discription will appear of what this role allows the person to do to the
page. Once you are satisfied with the settings, click ‘save’.
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Step 13: You can start posting status updates, pictures and offers to your page that your
customers will see. You can also invite people to like your page.
Now your page is ready. Start spreading the
word and get customers to like your page!
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Ok - I’ve done all that. Now what?
Three simple rules to engage your followers.
• Be consistent with how often you post.
• Be relevant with the content you post.
• Be exciting, keep your posts short and sweet.
Relevance is key. Try posting things like:
• Links to recipes – this keeps your shop top of mind.
• Pictures of new products – this advertises your product and what’s new.
• Special ‘Facebook only’ offers – this gives you a measurement of how many people pay
attention to your posts.
• Discounts, specials, competitions.
• Posts about ‘new flavor/product’ ideas – give your customers a say – show them that
their opinion counts.
• Links to local or news items – great for community engagement.
• Post funny pictures or jokes.
• Meat cooking tips and advice.
• Post pictures of the staff, customers ect – personalize your business. Give it an identity.
Have a plan.
Set out how many times a day/week you want to post content. Remember, you do not
want to bombard your customers with posts. Don’t be that one annoying friend who posts
something every second. Instead set out your posts to have variety and at scheduled times
and just be smart about it.
For example, the butcher’s battle plan newsletter (Edition 9) tells us that 64% of consumers
do their meal planning on the day of cooking. Using this information, it would be best to
post a recipe on your page during the day so that your customers can come in after work
or after picking the kids up, and pick up the meat from your suggested recipe.
Draw up a plan so you aren’t only posting one kind of post. It might look something like
this:
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You don’t have to follow your schedule exactly, if something exciting happens at the shop
or you have a special offer, don’t wait until the scheduled day, post it then and there!
Schedule a post.
If you find a funny photo or video you want to post, but realize you only posted something
similar a few hours ago, you can schedule posts in advance so you don’t have to remind
yourself.
Just write up the post and click on the clock and set the date and time.
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Simple Do’s & Don’ts
Do:
•
•
•
•
Post pictures and videos – people are more responsive to visuals.
Post regularly.
Keep your posts short and sharp.
Monitor your page and how engaged your customers are with your posts. Figure out
what kind of posts are most popular (likes, comments) and tailor your approach!
Dont:
• Be a spammer - unless you have a very loyal facebook fan base, don’t be posting
something 10 times a day. 2 - 3 per week is probably a reasonable frequency to start
with, then ask your customers.
• Post offensive material.
• Just try to sell your product. A special offer here or there is fine, but this should
be balanced with other customer relevant information such as recipes, nutritional
information and other “non direct” sales communications. Have fun with your page
• Go around posting on your customer’s walls. Keep it to your own page, status
updates ect.
Facebook Insights
Once you have 30 likes, you can access Facebook Insights.
Insights provide measurements on your Facebook business page’s performance. It will give
you demographic data about your audience and insight into how people are discovering
and responding to your posts. Your page needs to have at least 30 likes to start seeing
insights.
Insights for your Facebook Page are presented as an interactive graph and data can be
exported in a CSV Format or Excel format.
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Metrics to measure the overall performance of your page.
Total Likes: The number of unique people who like your page as of the last day of your
selected date range.
Friends of Fans: The number of unique people who are friends with your fans as of the
last day of your selected date range, including your current fans.
Talking About This: The number of unique people who have created a story about your
page, during your selected date range. A story is created when someone:
•
•
•
•
•
•
•
Likes your page
Likes, comments on, or shares your page post
Answers a question you’ve asked
Responds to your event
Mentions your page
Tags your page in a photo
Checks into or recommends your business.
Total Reach: The number of unique people who have seen any content associated with
your page during your selected date range.
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How to access Insights for your Facebook page.
As an administrator you can access insights through the ‘Admin Panel. You can view your
business page’s performance during your selected date range. You can also open access
through the settings drop down menu.
To access page Insights:
1. Open the menu below your business page’s cover photo
2. Select View Insights.
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Metrics to measure individual posts.
Facebook will also provide you with insights on the reach of individual posts. Posts and
their metrics are listed beneath the Insights Overview Graph.
And there you have it. Get posting today!
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